THE INFLUENCE OF TRUST IN PRODUCT AND TRUST IN PLATFORM ON PURCHASE INTENTION IN TIKTOK LIVE SHOPPING

Abstract

This study analyzes the impact of Trust in Product and Trust in Platform on consumers' purchase intention in TikTok Live Shopping in Samarinda. Using a quantitative approach, data from 105 active TikTok Live Shopping users were collected via online questionnaires and analyzed through multiple linear regression. The results reveal that Trust in Product and Trust in Platform positively and significantly influence purchase intention. Trust in Product is built through transparent demonstrations during live streams, while Trust in Platform is shaped by secure and reliable features. These findings support prior research that identifies trust as a key factor driving consumers' purchase intention in live-stream-based e- commerce. This study suggests that TikTok Live Shopping managers and sellers enhance consumer trust through transparent product information, transaction security, and effective consumer interaction during live sessions. These strategies not only increase purchase intention but also foster consumer loyalty for future transactions.